构建强势品牌关系的动因分析

文章通过构建基于品牌关系差异性的豪泰林(Hotelling)价格竞争模型并进行博弈分析,结果表明强势品牌关系的建立有助于降低不同品牌之间的替代性,每个品牌对忠实于自己的顾客的垄断力加强,品牌之间的价格竞争越来越弱,消费者对价格的敏感性下降,每个品牌的最优价格更接近于垄断价格.

Game Analysis on Impetus in Constructing the Strong Brand Relationship

By constructing and analyzing Hotelling game model of price competition on the basis of the brand relationship difference,the authors have drawn the conclusion that the pre-eminent brand relationship has a positive effect to lower the degree of substitution among different brands.Therefore,Each brand strengthens its monopoly power to its own loyal customers.The price competition among the brands become weaker and weaker,and consumers will reduce their price sensitivity.So the optimum price of each brand will draw near to the monopoly price.